Male Gen-Z, Millennial Opps: Jeep launches Jurassic Park initiative (Score 46)
Jeep has 
once again teamed with Universal Pictures and Jurassic Park on a new effort. Made by Highdive, the work promotes the Jeep Wrangler, the Jeep Gladiator and a vintage Grand Wagoneer, per Olivier Francois, the CMO at parent company Stellantis. The initiative rolled out across TV, digital and paid social (including Instagram, Facebook and TikTok) channels. Additionally, the brand will debut experiential efforts tied to the Jurassic World Dominion movie release on June 10.
Stellantis CMO Francois also disclosed that Jeep's current strategy is centered around three elements: relevance, authenticity and meaning. These themes will help Jeep reach more Gen-Z and millennials (more here, here and here, respectively).
So far this year, iSpot reports Jeep has spent approximately $71.2m on national TV commercials, down only slightly (1%) from the approximately $71.8m spent within the same 2021 timeframe. The brand ended up spending approximately $175.7m on this channel last year, up 54% from the approximately $114.1m spent in 2020. Jeep's 2022 commercials have targeted a male-skewed audience via shows such as NFL Football, College Basketball, Today, CBS Mornings and SportsCenter.
According to Pathmatics, the automaker has allocated roughly $6.5m toward digital ads YTD, 12% more than the roughly $5.8m it had allocated by this point last year. In 2021, Jeep's estimated full-year spend of $17.2m only reached around half of that of $30.2m in 2020. Since the beginning of 2022, the brand has earned around 913.6m digital impressions via Instagram (36%), Facebook (29%), Twitter (18%), desktop display (9%), mobile display (4%), mobile video (3%) and desktop video (2%) ads.
As you can see, digital spend is picking back up after having declined significantly last year, whereas TV spend isn't increasing. Jeep's FY 2022 TV spend may end up close to or higher than that of 2021, but we will have to see. These shifts, along with the aforementioned themes of Jeep's strategy, do lead me to believe the brand is currently targeting Gen-Z and millennial men. Thus, I suggest sellers reach out soon to offer high-ROI digital strategies among Gen-Z and millennial men. Kantar data shows that Jeep also invests in print (though barely) and local broadcast. I expect it'll focus on partnerships with other movies and utilize additional experiential marketing in the future. The brand also invests in brand ambassadors such as Jalen Rose (more here).
Agency & martech readers - Jeep's parent company, Stellantis, is still vulnerable to review because of the company's 2021 appointments of media AOR Publicis Collective (more here) and multi-cultural agency partner Ignition Media Group (more here), the latter of which works with Jeep. Due to this relatively recent appointment, Stellantis very well may conduct additional brand-specific agency reviews that would affect Jeep. Along with these two agencies and Highdive, the brand itself also works with creative, digital and social AOR Huge and creative, digital, social and multi-cultural agency partner Lopez Negrete Communications. View Stellantis's full roster here.
